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A grid of 16 screens shows visitors security camera feeds from within the exhibit galleries in real time, along with 3D building animations, real-time affected camera feeds, and secret messages that seem to come from a “ghost in the machine,” and visitor photos taken by two hidden cameras which add their faces to the display.

The centerpiece of the first room in the Vault Experience contains a variety of images constantly in motion: scanning, analyzing, monitoring. Live video feeds from the exhibit convey a feeling of high security, computer code crunches information, 3D wireframe models of the building are analyzed, and faces are scanned, searched for, processed, and deemed “secure.” Visitors realize that these faces are of their fellow Coca-Cola enthusiasts, and they step up to be scanned themselves. Almost immediately, they are part of the exhibit!

Periodically, the mysterious figure of a man in a hat appears, and messages appear. It’s as if someone was hacking the grid and taking over the security system. Who is it, and what is he up to?

Visitors’ images are captured by two hidden cameras embedded in the grid and then “scanned” by the system. The live video feeds from the room are composited in real time to communicate that the security system is finding nonvisible information about visitors.

As entertaining as the overall show is, the Security Grid also serves an operational function: Four of the screens in the grid are real time feeds from the rest of exhibit. World of Coca-Cola staff monitor these feeds to gauge capacity and pulse visitors through the exhibit.

For more than a year, a select team of employees understood that communications and activities regarding Project Guaranty needed to be handled as very confidential. Through some truly remarkable efforts on the part of the team, Project Guaranty remained confidential until the day of the Company’s official announcement of the new exhibit.

After stepping through a huge vault door, visitors learn about the most closely guarded trade secret in history through an immersive multimedia experience that celebrates the rich history, mythology and intrigue surrounding its formula.

“The World of Coca-Cola with Kinect,”Next at Microsoft, Steve Clayton June 2012

The World of Coca-Cola in Atlanta is laden with Kinect sensors that create an immersive, interactive experience for visitors - thanks to Portland’s Second Story.

Over 130 judges – museum and media professionals from across the world – were involved in the process of selecting the winners. Winning entries were expected to demonstrate outstanding achievement in nine areas including content, interface, design, innovation and appeal.

Much more than just a heavy-duty vault to stare at, the Vault of the Secret Formula exhibit is an interactive exploration of one of the most notorious trade secrets in the world… This is not the first time that we’ve featured the interactive handiwork of Second Story here on entertainmentdesigner.com; in previous articles we’ve taken a look at exhibits they designed for the Museum at Bethel Woods and the Adler Planetarium. With their latest project for Coca-Cola, they’ve come up with even more ways to embed interactive technology in a museum experience.

The Vault of the Secret Formula experience presents the history behind Coca Cola’s secret formula.

“Coke Secret Formula Gets 1st New Home Since 1925,”Associated Press,YouTube Video, December 2011

“Coke hides its secret formula in plain sight in World of Coca-Cola move,”Atlanta Business News, Leon Stafford, December 2011

Jacquie Wansley, a spokeswoman for the World of Coke, said the exhibit is more interactive than the rest of the facility, with an emphasis on putting visitors in the mystery of the formula... ‘[This] is not about collectibles archived behind glass,’ she said. ‘There is very little of that. This is experiencing Coca-Cola in a new way.’